In this session from SMX East 2016, “ The New 1+1=3: Using Search Marketing to Amplify TV Buys ,” Kerry Curran , Managing Director of Marketing Integration for Catalyst and Itir Aloba-Curi , Director of Advertiser Analytics and Insights for Bing Ads, talked about how we should be using search advertising the amplify the rest of our marketing efforts.
As consumers, we’re exposed to numerous advertising channels that are fighting for our attention every single day. This includes both traditional and online channels, but what are consumers actually accessing during the key moments that matter? When are they ready to make a purchasing decision?
During those key moments, consumers continue to turn to search to help guide their purchasing decisions. In a recent study Bing did with Forrester, about 49 percent of consumers view search engines as their number one source to research a purchase. Even more so, 74 percent of consumers really trust search engines, almost as much as they trust the website or the brand they’re researching.
Consumers use an overwhelming number of channels when researching, and they go back and forth between search and the other channels. That makes it hard for the advertiser to allocate budgets across all channels. While marketers see search as a channel, consumers don’t look at it that way. The see search as the key to their decision-making process.
Search budgets to other channels
While 49 percent of people are using search in their decision, only 45 percent of marketers are leveraging search in their channel mix. That means 55 percent of marketers aren’t using search in their marketing campaigns. That’s a huge disconnect.
That makes fighting for more search budget hard because search isn’t a “sexy” channel. TV receives 3X the budget that search receives, and while it plays an important role in moving people down the funnel, we need to see a better balance across the media mix to allocate more budget, because the second-screen phenomenon is here.